The digital age and the evolution of brand image: a case study from the directorate general of customs

Abstract

This article aims to analyze the impact of the digital communication implemented by the General Directorate of Customs on the image perceived by its users. By adopting a mixed approach, through a questionnaire survey complemented with interviews, we found that the digital communication tools used provide real added value and support the General Directorate of Customs. This is reflected in the modernization of public relations management and the implementation of a digital communication strategy that conveys messages, values, or results regarding the improvement of service quality provided to citizens, thus enhancing the brand image. This approach informs the public about the effectiveness of actions taken and contributes to improving the image of customs.